Recall vs. recognition

Which of these would you prioritise?

Services or digital brands may want to invest more in building recall, so that their name is the first brand that pops into customers' heads in a purchase situation.

Grocery or FMCG brands may invest more in recognition, so their distinctive assets are immediately noticed in-store before a competitor's.

You might be spending too much time building recognition when you really need to be investing in recall (or vice versa). These are two different paths to two different destinations.

Happily, there are ways to empirically know which route is most effective for you to build brand salience. Once you know, it may dramatically alter the way you structure your brand marketing efforts in the year ahead...